نوع مقاله : مقاله پژوهشی (کمی)
نویسندگان
1 استاد، مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران.
2 دانشجوی دکتری مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران.
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The growing importance of social media in influencing customer behavior and using it to communicate and promote new or existing products and services cannot be ignored in recent years. In the field of marketing strategy, social media has an important role; Therefore, social media sites can be used by companies to establish direct communication and good relationships with their customers. For this reason, companies that use social media sites must adopt appropriate marketing content in order to strengthen a strong relationship with customers in order to achieve a competitive advantage and sustainable performance. In this research, it is intended to investigate social media marketing activities to measure the quality of customer communication and its effect on the results of customer behavior. The statistical population of this research is the customers of several online stores active in the beauty and health industry. In terms of its nature, the present research is a descriptive-survey research and is of a quantitative type. The required data has been collected using a standard questionnaire and the opinions of 318 people from the target community. The obtained results confirmed the importance of social media marketing activity on the quality of communication. Also, the results showed the positive effect of communication quality on customer behavior, i.e. purchase intention, loyalty intention and participation intention. Finally, the findings showed that communication quality mediates social media marketing activity and customer behavioral response.
کلیدواژه‌ها [English]
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